Hangzhou Daily News Yishang Town is a joint venture between Hangzhou Linping District Government, China Textile Industry Federation, China Fashion Association, and China Fashion Designers Association. Jointly build a characteristic town with clothing and fashion as its leading industries. This cooperation model is still the only one in the country. It passed the assessment again in 2021 and was rated as a provincial-level outstanding characteristic town.
Yishang Town is located in Linping District, Hangzhou. The location advantage here is obvious. It is the “bridgehead” for integrating into the Yangtze River Delta and connecting with Greater Shanghai. It is also an important position for implementing the Yangtze River Delta development strategy. The one-hour traffic circle radiates to Jiangsu, Shanghai, and Anhui. It is currently the only intersection hub of high-speed rail, urban rail, and subway in Hangzhou. The “geographical location” is certainly enviable, but what is even more impressive is the town’s development report card.
In 2011, more than 10 clothing and fashion companies settled in the town, including 84 regional clothing company headquarters. The town has gathered a number of consulting companies, technology companies, and e-commerce companies. It has obvious industrial characteristics and outstanding cluster benefits: it has gathered 32 top fashion designers at home and abroad, including 8 Gold Medal Award designers and 16 top ten designers in the country. famous, a large number oftalents are coming in droves; it has more than 40 famous clothing brands, and its products are not only popular in the domestic market, but also popular in Southeast Asia, Europe and the United States; it has cooperated with the China Academy of Art and Zhejiang University of Science and Technology Cooperating with 5 higher education institutions and scientific research institutions, we carry out more than ten educational training sessions at all levels every year, and implement a number of industry-university-researchscientific and technological innovation projects. A total of 14.575 billion yuan of investment has been completed (excluding residential and commercial complexes), of which 11.013 billion yuan was invested in specialty industries, accounting for 75.6%. The town has a grand theater, international shows, hotels and other facilities, as well as living facilities, and the environment for entrepreneurship and innovation is constantly improving. It has successively hosted a series of international conferences such as the Asia Fashion Federation China Annual Conference, China Fashion Hangzhou Summit, China Fashion Conference, World Fashion Technology Conference and 2021 China Fashion Technology Conference, and has become the China Fashion Federation Hangzhou Summit, Asia Fashion Federation China Year The permanent address of the meeting.
How did Yishang Town develop? What are the characteristics of the operating mechanism? What reference does it have for our city’s traditional industries, especially the garment industry’stransformation and upgrading and highquality development? We seek answers in our visits.
Origin
Hangzhou’s textile industry has a long history. The textile industry has always been our city’s traditional advantageous industry. It has a strong industrial foundation and has been passed down from generation to generation, forming a profound cultural accumulation and continuous life genes.
Among the garment companies in Hangzhou, there are a group of CEOs who were self-employed in clothing markets such as Longxiangqiao, Red Sun Exhibition Hall Square, and Sijiqing at the beginning of the reform and opening up. They relied on their keen market sense and hard-working spirit to dig out the business. “The first pot of gold in life”.
In 2001, the Municipal Party Committee and the Municipal Government implemented the strategy of building the Silk House and the Capital of Women’s Wear, “Chinese Women’s Wear Look at Hangzhou”, which further stimulated the development enthusiasm of clothing enterprises. Everyone is ambitious and gearing up, increasing investment and expanding production, determined to do something big.
The journey is not always easy.
There is no land to set up a factory and there is lack of space for development. Land resources are scarce in Hangzhou and every inch of land is at a premium, so choosing a location to set up a factory is not easy. In particular, the extended expansion and extensive management of the “Tiannu Sanhua Style” are even more unsustainable.
The turning point occurred in 2010. After the Yuhang District Government learned about the project at that time, it showed a positive and enthusiastic attitude. For the city to implement organic renewal and optimize and upgrade its industrial structure, it is necessary to introduce a number of high-quality and characteristic projects. The government and business hit it off. Land can be given, but there are three conditions: First, cooperate with the China Garment Association to improve the industrial level, strive for more national resources, and attract famous clothing companies across the country. The second is to expand investment and form an industrial scale. The third is to increase tax revenue and improve land output efficiency.
Internal factors are the foundation, and external factors are the conditions. It is precisely because the enterprise has strong endogenous development momentum, the government takes advantage of the situation, and the “environment” and “temperature” are suitable that Yishang Town finally breaks out of its shell. On October 26, 2010, the press conference of “China Textile and Clothing Creative Design Center (the predecessor of Yishang Town)” was held grandly. Jack (Hangzhou) Brand Management Company finally became the first batch of enterprises to settle in the town.
Jointly
The development of Yishang Town is a typical example of the government, enterprises, and the market finding their correct positioning, each fulfilling its responsibilities, organically coordinating, and working together for a win-win situation.
Government-led. What we heard most in the survey was the recognition and encouragement of government services from enterprises. “The district government not only gave us reassurance in terms of site selection, land use, planning, etc., but also introduced many preferential policies in terms of taxation, talent introduction, employee housing subsidies, etc., creating a good environment for us.” At the same time, a number of commercial supporting, educational supporting, and medical supporting projects have been gradually completed and put into operation, making enterprise innovation more secure, comfortable, and secure. Peng Feili, general manager of Hangzhou Feili Enterprise Management Consulting Company from Taiwan, told us that with the outbreak of the new crown epidemic and the severe market situation, the government has provided us with…To solve the problem, even the masks for epidemic prevention have been carefully prepared for us.
Enterprise entity. When talking about the operation of Yishang Town, we have to talk about Hangzhou Yishang Town Operation and Development Co., Ltd. This is a capable team of more than twenty people. Linping New Town Management Committee signed an entrusted operation contract with Yishang Town Operation and Development Co., Ltd. The company has industry resources, market information, professional experience, and management capabilities. Many tasks rely on them to implement, playing a role as a bridge connecting enterprises, governments, and associations, and playing the role of the “big steward” of the town.
Association assistance. China National Textile and Apparel Council, China National Garment Association, and China Fashion Designers Association are the sponsoring members of Yishang Town. “The achievements of Yishang Town are inseparable from the care, support, guidance and help of the association. The association does not just name itself, but participates in a large number of specific work.” Chairman Zheng Nianhua said, “The association uses its own advantages and resources , played an important role in talent introduction, training, brand promotion, market development, technological innovation and many other aspects. Helped guide the town to complete its first medium- and long-term development plan.”
Market operations. In the construction and development of small towns, whether it is land transfer, project construction, project bidding, greening management, security and fire protection, they all operate according to the market mechanism. When there is an assessment, we will assess, when there is a tender, we will tender, compete with each other, and select the best. Even the enterprises that apply for admission to the park are specifically reviewed by experts from multiple parties organized by the Linping New Town Management Committee, and are sorted according to conditions, with high scores given priority.
The government, enterprises, associations, and markets should clarify their relationships so that they are neither absent, nor out of position, nor offside. They each fulfill their responsibilities, display their strengths, coordinate with each other, and form a synergy to make Yishang Town full of vitality. vitality.
Butterfly change
When we conducted research in Yishang Town, we were very surprised. The tax revenue here last year was 683 million yuan, but we did not hear the roar of machines or see a production workshop. Deputy General Manager Meng Ping explained to us: “With the adjustment and optimization of the industrial structure, the production and manufacturing links of enterprises are gradually transferred out. The development goal here is to become an innovation center, design center, display center, sales center, and information center for the clothing and fashion industry. ” shows an urban industrial scene based on both ends of the “smile curve”.
E-commerce is surging, and the digital economy is empowering the clothing industry. Hangzhou Hixi e-commerce company has increased online sales in the face of the impact of the new coronavirus epidemic on physical stores. Eveli Company uses the Internet and big data to develop a real-time marketing monitoring system, which greatly reduces operating costs, improves production efficiency, and makes market response faster and more effective.
The town has introduced new Internet business formats. A number of platform-based companies in new fields such as Dianjia Technology and Nas Agency have successively settled in. Internet celebrity brands, trendy economy, live broadcaste-commerceAscendant.
Whether it is enterprise development or market competition, talent is the key. Yishang Town and Zhejiang Sci-Tech University have joined hands to establish a fashion college in the town. A total of 300,000 square meters of teaching buildings have been put into use, and the school officially opened in September this year. In the future, at least 5,000 fashion talents will be transported every year. At the same time, the town adopts the method of “going out and bringing in”, and has cooperated with the French Fashion Institute and the Italian Fashion Federation, and invited several world-class experts to come to the town. The town gave lectures and tutored, and organized designers to study and inspect in France. Yishang Town has become a fertile ground for talent growth.
Technological innovation is the fundamental driving force for the transformation and upgrading of the traditional textile and apparel industry. The newly completed “China Garment Science and Technology Innovation Research Institute” has gathered an expert team led by doctors and masters to effectively utilize the industry’s high-quality intellectual resources to carry out technology research and development, achievement transformation and promotion, technical consulting services, exchange training and other services. Recently, they are building a Chinese clothing quick response supply chain platform to provide enterprises with supply chain resource docking services for upstream and downstream enterprises. Through the sharing economic model and supply chain financial services, they will enhance the quick response capabilities of garment enterprises and eliminate information inconsistencies in corporate production and operations. Symmetry, low efficiency, and high cost are the pain points.
The soft and hard environment of the town is becoming increasingly perfect, and various functions are gradually improving. Enterprises can enjoy various supporting services without leaving the small town, and employees can live and work in peace and contentment. It has become a reality.
What’s even more gratifying is that Yishang Town is becoming the source and demonstrator of innovative development of our city’s garment industry, and its radiation has driven the structural adjustment, transformation and upgrading of the entire industry. Comrades from the Linping District Government said that with the development of Yishang Town, a number of supporting companies have gathered in the surrounding area, sharing the “spillover effect” of Yishang Town. The industrial chain is further extended, the speed of technological innovation of enterprises is accelerated, and the advantages of large-scale and intensive production are more prominent.
Yishang Town is starting to go out of Hangzhou, and its development model is being “copied”.
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